Samsonite India has put its creative duties up for a review. At present, TBWA India is the incumbent on the business. Sudip Ghose, Director-Marketing, Samsonite South Asia confirmed the development to exchange4media but offered no details on the ad-spends of this luggage brand. Ghose explained that the global tie-up that Samsonite had with TBWA for its creative business, now ceased to exist. This was the reason behind the pitch call.
Industry sources peg the business to be in the vicinity of Rs 30-35 crore. It is understood that Lintas Media Group would continue to be the media agency on the business.
Speaking on the brief for the pitch, Ghose explained, “We are looking at the business from a new perspective. The agencies are briefed on this new strategy, and are asked to present their take on the understanding of the strategy.”
The communication mix would be a combination of above-the-line and below-the-line activities. India has a significant luggage market but the majority of the market share is dominated by unbranded local players. In the organised luggage market, Samsonite and VIP are amongst the lead players.
When Samsonite was launched in India, it took on VIP by making the brand affordable to the Indian consumer. However in 2005, the brand undertook a repositioning exercise, and went into the luxury brand category. This repositioning was done using a series of print campaigns in magazines. The product portfolio was also re-jigged by the inclusion of bold colours and shapes.